DCM D&AD Brief
25 Second Ident
Create an Ident to showcase the rich emotions and
experiences that make the big screen such a powerful
and impactful medium.
The DCM ident is one of the first and last things that
people see when going to watch a film. It needs to
set the scene and have an impact. Something that
illustrates and celebrates the emotion we all feel
when we take our seats and enter the magical world
of the movies.

Creative Challenge
Big concepts, big ideas, big
execution
The DCM ident is one of the first and last
things that people see when going to
watch a film. It needs to set the scene
and have an impact. Something that
illustrates and celebrates the emotion we
all feel when we take our seats and enter
the magical world of the movies.

â&#x20AC;&#x153;You will need to visualise emotion,
literally showing how film feels.â&#x20AC;?

DMC?
What do they stand for?
Digital Cinema Media (DCM) represent
80% of the UK cinema advertising market.
They connect brands, films and people
through powerful media experiences that
take place before, during and after the
movies.
The DCM mark is the visual manifestation
of that behavior and DCM’s way of
thinking; a static logo doesn’t make
sense. DCM require something more
dynamic and alive, something capable
of conveying emotion and telling stories.
Like the big screen itself, the DCM mark
is a blank canvas that demands to be
brought to life – with content, with light
and sound and colour.

“Like cinema, DCM’s approach is big,
bold and human and that’s how they like
to behave with their partners, friends,
agencies and colleagues.”

Light, dynamism & emotion. The DCM
mark can be used on both black and
white, individually or within a lock-up.

CHOOSE YOUR HERO IMAGEâ&#x20AC;¦
These hero images have been devised as a visual
expression of the key themes of our identity: light,
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Audience
Everyone?
Ultimately, the end target audience is
cinemagoers of all ages, everywhere.
Change attitudes.
The fact that DCM have specified the
target audience already means less
research which is preferred by myself and
Tom. We will still need to explore what
the specified audience is stimulated
by, but being part of it means we can
concentrate our personal opinions within
the work.

Consideration
Audio?
Audio is not essential, but itâ&#x20AC;&#x2122;s better to
include this if you can. A sound design or
mix is preferable to an existing track â&#x20AC;&#x201C; and
of course, if you use music in your ident
you need to comply with any copyright
restrictions in place.

Suggestions
www.endlessnoise.com/music
Team up with music engineers
Let us know in your supporting material or
entry description whether you have used
existing sound or created your own.

Mandatories
Nonnegotiable shit
• Your idea must bring to life the emotion
of cinema.
• You must use the DCM mark as part of
your ident.
• When the mark is used, it should always
be active. It is literally activated with light
and lives and breathes via the content
within it.
• Your entry must resolve to an end frame
that uses the DCM Mark with the strapline
“Welcome to our World.” (See current
examples of the idents for reference).

Supporting material
(Optional)
You can submit supporting material to
show your process and the development
of your idea.
In addition to your main deliverable(s) you
can also submit up to four images (JPEG
only), or video (MPEG or MOV, max. 1 min).